Yeezy Crocs .edu

Yeezy Crocs

Sheridan Hayes & Mikayla Branch

Yeezys

-"Adidas Yeezy" is a collaboration between German sportswear brand Adidas and rapper Kanye West

-Released in February 23, 2015 was the first ever marketed shoe "Yeezy 750 Boost Grey

- Limited to 9000 pairs that were only sold in NYC via the Adidas smartphone app

350 Boost

750 Boost

The Yocs

-Kanye West's brand Yeezy posted a picture of their latest shoe design to be released in 2020

- Named the "Yeezy Foam Runners" ; estimated to cost hundreds

Power of social media

-By posting on social media in advance of the actual sale of the shoes, hype and excitement is created

-Social media is one of the cheapest ways to advertise

Power of branding

-Business Insider: "Kanye is a marketing genius"

-People attracted to the brand name not the actual shoes themselves

-Buying Yeezy foam runners just so people know you have Yeezy foam runners

-If people were really looking for this type of shoe, they could just purchase crocs for a ? of the price

-Just like Supreme: product excellence is created by high perceived value (dropping products in limited numbers creating high demand and low availability)

Kanye's Marketing Strategy

-Low availability, high demand

-1 hour after the Boost 350 shoes went on sale they were sold out

-Letting hype build within the media

-With his Yeezy season 6 release, Kanye recruited social media influencers to recreate paparazzi pictures taken of Kim Kardashian (wearing pieces from the collection)

-Social media presence:

-Kanye West himself also has a very noteworthy presence on social media (somewhat polarizing)

-Creates interest for him and his brand

Marketing Mix (4 Ps)

Product: Unique aesthetic; differentiated product Price: Estimated to cost hundreds of dollars Place: Purchase will be online; Available for resell Promotion: Celebrity influence; Limited quantity

STP- Segmentation, Targeting, Positioning

Segmentation: Leisure activities; Everyday "casual" use

Targeting: Wealthy consumers; collectors

Positioning: Competitive advantage

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